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In this day and age of beauty, Gen Z, particularly in the GCC, is rewriting the rulebook when it comes to skincare.
Glossy ads and celebrity-filled endorsements are no longer at the forefront of shaping habits, priorities and values when it comes to beauty, but authentic, personalised and informed content now reigns supreme, which was unveiled at The Skincare Edition: Unfiltered summit in Riyadh, powered by Chalhoub Group, in collaboration with Meta.
In a new report entitled “Gen Z’s Skincare Evolution in GCC: Unfiltered”, gone are the days of a simple cleanse-moisturize-protect regimen. For Gen Z in the GCC, skincare is a deeply personal ritual. On average, their routines feature 4.7 products, including targeted treatments like eye creams and lip care. Prevention and enhancement are key goals, with 56% prioritizing hydration and youthfulness, while 44 per cent focus on addressing issues such as acne, dryness, and fine lines.
The report and summit has been spearheaded by Chalhoub group’s very own Jasmina Banda, the Chief Strategy Officer and Senior Vice President of Fashion Joint Ventures.
“Gen Z is redefining beauty in the Middle East,” she explained. “Their focus on skin health and self-expression over traditional makeup signals a cultural shift towards authenticity and goal-oriented beauty ideals.”
In her role, she is identifying growth opportunities, tracking global and regional economic shifts, and providing market intelligence for the GCC’s prestige beauty and luxury fashion sectors, which has been a key win in Chalhoub’s latest pursuit in identifying the seismic shift in Gen-Z beauty habits which, in turn, is affecting shopping practises across other generations, too.
With over 17 years of international experience spanning Europe, the Middle East, Africa, Southeast Asia, and Australia, Jasmina brings a wealth of expertise to her role and she is deeply passionate about luxury and advancing women in the workplace, themes that continue to inspire her work and advocacy.
Amongst the report’s findings, which have been spearheaded by Jasmina, 83 per cent of Gen Z consumers value authenticity, seeking products with clear ingredient lists and proven efficacy. Meanwhile, 69 per cent are drawn to brands that are both aesthetically engaging and on-trend.
And where is this done? Across varying social media platforms including Instagram, TikTok, YouTube and Snapchat, all provide their own distinct role in engaging Gen-Z audiences when it comes to beauty.
At the heart of it, TikTok is the go-to place for trend-driven discoveries and bite-sized beauty hacks, while Instagram acts as a hub for in-depth brand exploration and product benefits. YouTube, given its long-form content aspect, is still the epicentre of tutorials and in-depth expert insights, while Snapchat acts as a space for casual advocacy, where users share purchases and recommendations.
But exactly which brands are leading the charge when it comes to aligning with Gen-Z’s beauty values? The report found standout beauty labels included French skincare line La Roche-Posay, Hailey Bieber-founded brand Rhode, Glow Recipe, less is more Summer Fridays, Caudalie and Sol de Janeiro.
It’s clear when it comes to skincare, Gen-Z in the GCC know what they want, and it’s imperative for brands to be on the pulse of it.
